E-commerce sites don’t suffer from a lack of choices for data analytics. The bigger challenge is deciding which figuring out which metrics to focus on in order to improve your bottom line, when there’s oodles of data coming from the point of sale, marketing tools, and your support desk. Creating a clear and understandable dashboard can answer all your most critical questions in one place so you can refer back to them with ease.
Start by visualizing the channels, sources, and ads that generate the most customers through your Google Analytics data. Once you have your e-commerce integration up and running, you can tie revenue directly back to certain channels. Monitor this over time or just get a quick snapshot of your most profitable channels. This allows you to double down on the sources that are working for you, and focus less on channels that are doing little to contribute to your bottom line.
One of the easiest and cheapest ways to find out who your target customer is, what they’re searching for, and how your product fulfills their needs, is to create content and then analyze the metrics behind your content. Blogs or whitepapers that are seeing a lot of visits but fewer customer conversions are still useful, but if you’re focusing solely on revenue you may want to shift your emphasis to e-commerce blogs that drive more customer conversions.
E-commerce landing pages are really easy to A/B test, whether it’s through a tool like Optimizely or HubSpot. This means you can easily swap out the language you’re using for headlines, bullet points, or calls to action to see what your audience really responds to.
To understand where customers are falling out of your funnel, calculate your conversion rates for each step of the process and visualize each step of the process. For example, in the funnel you could likely improve on your impression-to-click ratio, as well as your site visit to add-item-to-cart ratio. This may mean adding better landing pages to match a user’s intent once they click through to your site, or better suggested products that resonate better with your e-commerce buyer personas.
Take a look at your customer support data to get an idea of where users are filing tickets. If your customer support reps tag tickets, you can get a great idea of where potential customers are asking questions and where you can make their e-commerce purchase experience easier.
Pulling in the data and crafting these charts shouldn’t require a lot of time or resources. You already have access to this information through your e-commerce site, and with a data visualization tool like DataHero you can connect to the sources that house this data, visualize it, and share it with team members. Ready to give it a try?
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